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| List of Illustrations | |
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| Introduction | |
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| Time Is Money | |
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| Church Festivals and Commercial Fairs: The Peddling of Festivity | |
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| "Enterprise Holds Carnival, While Poetry Keeps Lent": From Sabbatarian Discipline to Romantic Longing | |
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| A Commercial Revolution: National Holidays and the Consumer Culture | |
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| St. Valentine's Day Greeting | |
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| St. Valentine's Pilgrimage from Christian Martyr to Patron of Love | |
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| The Handmade and the Ready-Made: Of Puzzle Purses, Chapbooks, and the Valentine Vogue | |
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| Remaking the Holiday's Rituals: The Marketing of Valentines, 1840-1860 | |
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| Mock Valentines: A Private Charivari | |
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| "A Meaner Sort of Merchandize" or "A Pleasure without Alloy"? The New Fashion Contested and Celebrated | |
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| Expanding Holiday Trade: From Confectioners' Hearts to Hallmark Cards | |
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| Christmas Bazaar | |
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| The Rites of the New Year: Revels, Gifts, Resolutions, and Watch Nights | |
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| The Birth of the Christmas Market, 1820-1900 | |
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| Shopping towards Bethlehem: Women and the Victorian Christmas | |
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| Christmas Cathedrals: Wanamaker's and the Consecration of the Marketplace | |
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| Magi, Miracles, and Macy's: Enchantment and Disenchantment in the Modern Celebration | |
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| Putting Christ in Christmas and Keeping Him There: The Piety of Protest | |
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| Easter Parade | |
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| "In the Beauty of the Lilies": The Art of Church Decoration and the Art of Window Display | |
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| Piety, Fashion, and a Spring Promenade | |
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| "A Bewildering Array of Plastic Forms": Easter Knickknacks and Novelties | |
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| Raining on the Easter Parade: Protest, Subversion, and Disquiet | |
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| Mother's Day Bouquet | |
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| Anna Jarvis and the Churches: Sources of a New Celebration | |
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| Commercial Floriculture and the Moral Economy of Flowers: The Marketing of Mother's Day | |
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| Pirates, Profiteers and Trespassers: Negotiating the Bounds of Church, Home, and Marketplace | |
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| The Invention of Father's Day: The Humbug of Modern Ritual | |
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| Epilogue: April Fools? Trade, Trickery, and Modern Celebration | |
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| Acknowledgments | |
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| Notes | |
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| Index | |